What do you think about when you think about Holiday Inn? According to Landis Global Market Research, consumers most often think about amenities like the hotel pool. Fallon is launching a new campaign to counteract this pattern. The agency’s “Look Again” campaign aims to round-out consumer perceptions of the brand so they view it as a first option for business travel as well as leisure.
The campaign–with broadcast, interactive and engangement marketing elements–introduces three typical American coworkers at varying levels of experience: Ted, Marcus and Zack, collectively referred to as “The Business Guys.”
“We can all relate to these guys. They are the consummate road warriors who have developed a unique relationship from spending so much time together while traveling on business,” said Roger Camp, group creative director for Fallon Minneapolis.
